(Presentation) Marketing in Samsung Electronics

1. SESSION : 2017 – 18
Submitted by:
Dawood Anas
MBA Ist Semester
Roll No./Enroll :
Submitted To:
Dean
Faculty of Management
MAUJ, Jodhpur
Marketing in Samsung
ElectronicsTOPIC

2. ❖ Samsung Electronics was founded in 1969 in Suwon, South Korea as
Samsung Electric Industries.
❖ In 1988, it merged with Samsung Semiconductor & Communications.
❖ In 2005, Samsung surpassed Japanese rival Sony for the first time to
become the world’s largest and most popular consumer electronics brand
as measured by Interbrand.
❖ In 2006,Samsung was rated 20th in the list of global brands and innovation
and 2nd in the electronics industry.
❖ In 2007, Samsung Electronics, handset division overtook American rival
Motorola, making it the world’s second-largest mobile phone maker. It was
also ranked as the #1 company in global brand in electronics.
❖ In 2009, Samsung overtook Siemens of Germany and Hewlett-Packard of
the USA with a revenue of $117.4 billion to take the No.1 spot as the
world’s largest technology company
SAMSUNG ELECTRONICS

3. ❖ Samsung Electronics commenced its
operations in India in December 1995.
❖ Two R&D centers in India- Delhi & Bangalore.
❖ In 2010 achieved a sales turnover of $3.5
billion.
❖ Market leader in LED TVs, LCD TVs, Slim TVs.
❖ India's largest mobile handset brand.
❖ Leading in smart phone segment in India.
SAMSUNG IN INDIA

4. ➢ Apple
➢ Sony
➢ LG
➢ Micromax
➢ Philips
➢ Panasonic
COMPETITORS OF SAMSUNG

5. First logo was developed in the year 1958
2nd logo from the year 1979-1993
It was the present logo of Samsung from the year 1993
SAMSUNG LOGO

6. Strength
➢ Samsung enjoys the widest range of product portfolio.
➢ Samsung holds significant market share in most of the product categories.
➢ Samsung is the best in terms of design features and technology. It was the first to
introduced dual screen mobiles.
➢ Samsung brand value increased by 80% in past three years.
➢ Investment in R&D reached 4 billion in a year.
Weakness
➢ Samsung Mobile launched a series of Smart phones recently which led to
cannibalization.
➢ Samsung is a hardware leader but has too much of dependence for software from
other parties.
➢ High Employee Turnover.
➢ High Debt Level $3 Billion.
➢ Poor customer service in Rural Areas.
SWOT ANALYSIS OF SAMSUNG

7. Opportunity
▪ Growing demand of smart phones and various products.
▪ The Indian youth population is growing and mobile phone sales is
expected to increase due to lesser call rate.
▪ Samsung is proud to carry on its Olympic partnership through the 2016
Olympic Games.
▪ Disposable Income level is increasing.
▪ Samsung Mobile and Home appliance has future plans of launching
Customized products for Indian market. This will improve the market
share in rural market.
▪ Samsung is planning to make the air-condition product category more
strong with unique technology called ‘Triple protection proposition’.
▪ Growth of Tablet market.
SWOT ANALYSIS OF SAMSUNG

8. ▪ Saturated Smartphone markets in developed
countries.
▪ Rapid Technological Change.
▪ Price War.
▪ Threat of Chinese Products.
▪ Competition from other competitors like
Apple, Microsoft, HTC, Micromax etc.
Threats in the SWOT analysis
of Samsung

10. LCD AND LED PANELS
MOBILE PHONES
SEMICONDUCTORS
TELEVISIONS
Others
USA &
INTERNATIONAL
PRODUCTS
Product Mix of Samsung

11. Price Mix of Samsung

12. ▪ Samsung has its own stores
which can be found around the
world. Not only in Asia , but also
in America, Europe, Australia and
Africa.
▪ Samsung has its stores located &
also its service center at places
where it is closes to the customer
reach.
▪ At the stores, we not only can
buy the product that sold, but
also feel the experience of digital
lifestyle.
Place Mix of Samsung

13. ▪ Brand Ambassador: Amir Khan, Shahid Kapoor and Fawad khan.
▪ Providing free content on the mobile by collaborating with the copyright
owners of Bollywood movies. For e.g. Bajrangi Bhai Jaan, PK , PK and
other super hits.
▪ Organizing contests like Samsung Mobile Karaoke Festival.
▪ Opening the Samsung Fun Club for better customer relationships.
▪ Free online software updates, tutorials and customer service.
▪ Established many Samsung Mobile Stores to increase the visibility of
the brand.
MARKETING STRATEGIES IN INDIA

14. SEGMENTATION
▪ Demographic by Age:
- Middle Age groups
- Teenagers
- Executive class
▪ Behavioral Segmentation.
▪ Technological Segmentation.
▪ Designing the new products on the latest trends.
▪ Apt prices for all income groups of the society.
▪ More of a B2B orientation.
STP OF SAMSUNG:

15. ▪ Trendy young people.
▪ Professionals.
▪ Large businesses.
▪ The common cellular phone users.
▪ Organizations such as: services to public safety, the
government, and both utility and manufacturing
enterprises .
▪ Institutional sales for colleges.
▪ Target is not only number driven but also about
acquiring and retaining customers.
TARGETING

16. ▪ IT focuses more on the real margin which comes from
mid-to-high-end segments.
▪ Samsung Concept Store.
▪ Market making & category creation in small towns.
▪ Wider Care Network.
▪ Access to Samsung care line.
▪ Pioneering in the 3G segment of mobile phones.
▪ Branded itself as a synonym for quality.
▪ Created a Unique Brand Image for itself as a high end
value driven brand.
POSITIONING